Marcella Revaliana, - (2024) PENGARUH EXPERIENTIAL VALUE TERHADAP CUSTOMER SATISFACTION SERTA DAMPAKNYA PADA CUSTOMER LOYALTY: Survei terhadap Tamu Member yang Menginap di Crowne Plaza Hotel Bandung. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk memahami sejauh mana nilai pengalaman memengaruhi kepuasan pelanggan dan dampaknya pada loyalitas pelanggan di Crowne Plaza Bandung. Metode yang digunakan dalam penelitian ini adalah kuantitatif yang terdiri dari variabel eksogen experiential value (X) yang terdiri dari tiga dimensi; service excellence, aesthetic, dan playfulness. Variabel endogen pertama yakni customer satisfaction (Y1) yang terdiri dari empat dimensi; expectation satisfaction, perceived value, satisfaction with the price, dan satisfaction as fulfillment. Variabel endogen kedua yakni customer loyalty (Y2) yang terdiri dari repeat purchase, dan willingness to recommend. Metode penelitian yang digunakan adalah explanatory survey, jenis penelitian deskriptif dan verifikatif dengan pengumpulan data menggunakan kuesioner daring. Populasi penelitian ini adalah tamu yang memiliki keanggotaan dan menginap di Crowne Plaza Hotel Bandung, dengan sampel sebanyak 212 responden. Teknik analisis yang dilakukan menggunakan SEM (structural equation model) dengan bantuan aplikasi IBM SPSS AMOS 24. Hasil pengujian menunjukkan bahwa secara bersama-sama, experiential value berpengaruh signifikan terhadap customer satisfaction dan customer loyalty. Namun, apabila dilakukan pengujian secara parsial hanya experiential value yang diketahui memiliki pengaruh terhadap customer satisfaction. Oleh karena itu, peneliti memberikan beberapa rekomendasi untuk mempertahankan nilai-nilai experiential value guna menciptakan dan meningkatkan kepuasan dan loyalitas positif dari tamu di Crowne Plaza Hotel Bandung. This research aimed to understanding the extent of which experiential value influences customer satisfaction and it's impact on customer loyalty at Crowne Plaza Bandung. The method used in this research is quantitative with exogenous variable experiential value (X) consisting of three dimensions: service excellence, aesthetics, and playfulness. The first endogenous variable is customer satisfaction (Y1), consisting of four dimensions: expectation satisfaction, perceived value, satisfaction with the price, and satisfaction as fulfillment. The second endogenous variable is customer loyalty (Y2), consisting of repeat purchase and willingness to recommend. The research methodology employed is an explanatory survey, a type of descriptive and verificative research with data collection through an online questionnaire. The research population include guests who are members and stayed at Crowne Plaza Hotel Bandung, with a sample size of 212 respondents. The analysis technique used is Structural Equation Model (SEM) with the assistance of IBM SPSS AMOS 24 applications. The test results indicate that collectively, experiential value significantly influences both customer satisfaction and customer loyalty. However, when tested partially, it is revealed that only experiential value has an impact on customer satisfaction. Therefore, the researcher provides several recommendations to maintain experiential value to create and increase positive satisfaction and loyalty among guests at Crowne Plaza Hotel Bandung.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=list_works&hl=id&authuser=5&user=6YwoULsAAAAJ ID SINTA Dosen Pembimbing: GITA SISWHARA: 5978179 RIJAL KHAERANI: 6722119 |
| Uncontrolled Keywords: | Industri Perhotelan, Experiential Value, Customer Satisfaction, Customer Loyalty, Bandung Hotel Industry, Experiential Value, Customer Satisfaction, Customer Loyalty, Bandung |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata |
| Depositing User: | Marcella Revaliana |
| Date Deposited: | 06 Mar 2024 01:10 |
| Last Modified: | 06 Mar 2024 01:10 |
| URI: | http://repository.upi.edu/id/eprint/115998 |
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